Times of India

Social marketing in the environmental field is concentrating on changing behaviors, attitudes, lifestyles and ideas. Social behaviors portrayed in marketing and advertising campaigns now seek to benefit the target audience and society in general. No longer do we find campaigns that only benefit the marketer. Social marketers can be credited for use of behavioral change campaigns within diverse socio-economic cultures in product groups such as healthcare and medicine, smoking and tobacco, and water quality and water use management. The primary focus of social marketing is on the public. We want to educate people on practicing good behaviors rather than persuading them to buy what we happen to be selling.

When planning a social marketing campaign, several elements are taken into consideration. For example, several key elements would be studied while developing “Social Marketing Ps” for the water use management industry:

Facts always are appreciated by targeted audiences – as long as the facts are simple and easy to remember.

1) Product – For perceived intangible ideas like environmental and water use restrictions, people must perceive that they have a genuine problem and that the product offering is a good solution. Here we discover public perceptions and determine how important people feel it is to take action.

2) Price – What must the public do in order to obtain the product? The “cost” may require individuals to give up intangibles, such as time or effort, or risk embarrassment and disapproval of their peers, friends and neighbors. If the benefits are perceived as greater than the cost, than chances are the adoption of the product is much greater.

3) Place – Place refers to decisions about how the public is reached with information or training. This may include running campaigns in healthcare offices, shopping malls, mass media or personal demonstrations. Place also determines how to provide the offering and quality of the service. Determine the... [continues]

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